Optimizing online returns is much talked about. Organizations should take it up themselves, but this often remains theoretical. Lack of knowledge and technical capabilities often get in the way of proper implementation. At online financial services provider MoneYou they are busy getting this continuous process right. Together with MoneYou we presented on March 17, 2011 at the annual Web Analytics Congress in Amsterdam. Erik Idzenga, Channel Manager MoneYou, on the so called fast and smart optimization process:

Simplicity and accessibility are important core values for MoneYou. In addition, we believe in working from customer insights. On the website, this is translated into greater user satisfaction and therefore better conversion of visitors to customers. This is a learning process in which our approach enables us to better understand how to communicate with our visitors on the basis of our core values.

Quick optimization

Erik continues “To lay a good new foundation for the existing website and the future, a research project was started by consultancy firm Online Dialogue. Through a “goal and success” survey, analysis of web behavior and translation into their customer dialogue model, they made a comprehensive review of our online channels. This led to a clear overview of areas for improvement.”

To translate the input from the research into insights and actions, multidisciplinary teams were created. Teams, in addition to the channel manager, consisting of the researchers (the customer representative), marketers, product managers an interaction designer and a web editor. Each product had its own team and started to improve the layout and content of the website from the existing corporate identity. Within the savings environment, which was the first to transition from the old to the new situation, we thus achieved an improvement of 20% more sales per visitor. The average visit time and thus interaction with our brand increased by 35% per visitor!

Slides and sequel

Of course, this is not the end point, but the beginning. You can read more about the continuation of the rapid optimization process and the smart optimization, which we are now busy with, in the soon-to-be-published (paper) Emerce magazine and then, of course, on our website. The slides from MoneYou's presentation can already download as a PDF or view below via Slideshare: